四川服装品牌发展之路  

The development of garment brand in Sichuan

作　　者：毛艺坛[1] 傅师申[2] 

机构地区：[1]四川师范大学服装学院,成都610101 [2]四川大学轻纺与食品学院,成都610065

出　　处：《丝绸》2012年第7期74-78,共5页Journal of Silk

摘　　要：分析了四川省服装品牌的发展现状,认为四川服装业缺失国内外知名品牌主要是因为服装企业"小、散、杂"、原创品牌影响力有限、制式服装企业居多、设计创新能力不足、信息化水平较低及政府缺乏重视等原因。结合四川省服装产业拥有的消费能力大、具有一定的服装产业基础等行业基础和优势条件,分别从品牌定位、人才培养、发展产业集群、拓展网络渠道、加强政府引导等方面,提出了打造四川知名服装品牌的发展策略。The paper analyzes the current situation of the garment brand in Sichuan and its causes. It deems that the reasons why fashion industry in Sichuan lacked well-know brands are that fashion industry is small, scattered and tanglesome, the influence of original brands is limited, most of the enterprises are system-type, capacity for design and innovation is insufficient, the level of informatization is low and the government doesn＇ t pay much attention to this industry. Combined with the industrial base and advantages of garment industry in Sichuan province, such as the capacity for consumption is huge and Sichuan held industrial base of clothing, it puts forward strategies for the development of Sichuan garment brands from the aspects of brand positioning, training, industry cluster, network marketing and government guidance.

关 键 词：服装品牌 服装产业 品牌定位 产业集群 网络销售 四川 

分 类 号：F768.3[经济管理—产业经济] F271